California study on influence of price yields few surprises

I was more intrigued than surprised at the recent California Institute of Technology study that wine tastes better when it is more expensive.

Joao Ferreira

I was more intrigued than surprised at the recent California Institute of Technology study that wine tastes better when it is more expensive.

In a quick synopsis, researchers gave participants several Cabernet Sauvignon wines to try, but they weren't told the real price. Some cheap wines were presented as expensive and vice versa. Participants tended to prefer the supposedly expensive wines, even though it might actually have been a $5 bottle of cab.

These findings mirror what a local wine importer told me recently about a certain Portuguese wine that was very slow-selling when it was introduced in the United States at a bargain basement price. So, someone had the idea of dramatically increasing the price on the wine, and sales immediately shot up.

None of this is surprising. In a society so obsessed with status, the pricier the item, the more desirable it becomes, independent of quality.

The results of this study also point to a more important factor: People generally don't know what they're drinking, driving or wearing. Marketing dictates desirability. I bet that if the Cal Tech researchers had wine connoisseurs involved in the tasting, the results would have been much more in synch with quality, independent of price, even though the recent study doesn't touch upon the subject of which of the wines used in the study were indeed better.

All of this leads me to believe that knowledge should be the basis of decision, not perceived status enhancement.

On a lighter note, here's Terry Cripps's final wine resolution for 2008, and a good one it is!

"Try something new! It won't hurt you.

"Wine is not something to be scared of. You may think you hate red wine, but maybe you aren't approaching it the right way. Just like a baby working their way from milk to solid foods, the wine palate is something to be tried, tried and tried again," remarks Mr. Cripps.

"A great way to try a new wine this year is to have your own wine tasting, and experience the 'full spectrum' of wines. In the Bordeaux region of France, they 'season their glass' by beginning a tasting with a 'light' white wine, such as a Pinot Grigio. In the same glass, work your way through the spectrum by enjoying a Chardonnay, Syrah, Merlot and finish with a Zinfandel. By enjoying the nuances and flavors of each wine, you get a better appreciation for each grape, winemaker and vineyard. Who know, by the end you might even love red wine!"

Trivia: How many pounds of grapes does it take to make a bottle of wine? On average, it takes 2 1/2 pounds of grapes!

Wine of the week

At just around the $20 threshold, the Wild Horse Pinot Noir from California's Central Coast is a great value. I have a very hard time finding Pinot Noirs I enjoy, but this one satisfied when I tried it some time ago.

Made in a restrained New World style, it was a delicious blend of earthiness, spiciness and cherry flavors, for medium complexity and guaranteed satisfaction.

Joao Ferreira is a Standard-Times staff writer. Contact him at jferreira@s-t.com